& Other Stories PR Campaign and Strategy Document

#BeYourOwnLoveStory

PR Campaign and Strategy Document Chloe Moloney

ANALYSIS

Situation Analysis

& Other Stories launched in 2013 by the H&M group, initially opening just 7 stores. Within 2 years, this had rocketed to 46 stores in 12 countries. & Other Stories state that “Our collections are built around inspiring fashion stories” and that “Today, a woman with a love for fashion creates her own style.”

http://www.bloggernotbillionaire.com/wp-content/uploads/2015/09/stories.jpg

SWOT

High quality Affordable Eco friendly Large social media following Designer collaborations

STRENGTH Weak promotion Unpopular brands collaborations Weak social media content

WEAKNESSES

TARGET AUDIENCE

Popular brand collaborations Stronger advertisement Promote through H&M Stronger brand awareness

OPPORTUNITIES Similar brands (COS) Is not strongly promoted Slightly higher price High delivery cost

THREATS

16–60 Influenced by a chic yet Confidently fun way of aware of her living own style Sports a variety of High street different to mid-market trends consumer

ONLINE AUDIT

238,039

B-T-S photos

Facebook

Chatty feminine tone “exquisite beauty”

To main site

Replies quickly to comments

2-3 days

Images of collections Verbs such as “awaken”, “enhance”, “transform”

IMPROVEMENTS

LOCATION Links to other channels BTS videos Variety of post types

Talks direct “elevate your…”

627,563

Show more about what they do as a brand

Instagram

Repost from bloggers

N/A

Replies occasional to comments

3x daily

hashtag andotherstories

More short videos Competitions

Slightly less formal Targets younger audience Majority are still images

Twitter

25,383

Exact same imagery as Facebook Shorter captions Less exaggeration

STOCKHOLM

Majority are imagery of collections

KEYWORDS/ IMAGERY

NEW YORK

FOLLOWERS CONTENT TYPE LINKS INTERACTION FREQUENCY

To Replies main regularly site to comments

2-3 days

N/A

Use hashtags Use interactive posts Competitions

RETAIL ENVIRONMENT DESCRIP.

TOUCHPOINTS

6400 square feet

AOS sayings/ quotes

Heart of Soho

Previous collabs advertised on posters

Next to Prada

Opposite Selfridges Three-story Garments set out in 4 styles

CUSTOMERS

Younger COS customer

Flagship store

6460 square feet

OXFORD LONDON

SITE

OFFLINE AUDIT

WHEN ARE THEY SHOPPING

10am-7pm

10am-9pm

Chic, light house style

for the girl who wants Acne and Isabel Marant at Topshop prices

IN-STORE REWARDS

10am-9pm

ONLINE CONNECTION

Instagram references

N/A

Promotion to website

Social Media advertising

PR OBJECTIVES

Increase promotion of the brand through social media channels Wider variety of advertisements (TV, fashion films) Promote through H&M mother brand Create a greater awareness on the high-street Renown brands/designers collaborations Engage more with customers through social media

Concept

http://www.stories.com/gb/Lingerie

BEYOUROWNLOVESTORY

#BeYourOwnLoveStory

is a campaign that we believe will lift & Other Stories and set them aside as being one of the major womenswear brands to enforce women empowerment‌ Within the last few years, female empowerment and feminism has become a huge political, social and legal movement. A movement that & Other Stories already endorses but is a movement that we strongly consider to be a huge opportunity for the brand to build on further.

WHAT...

Collaborate with AOS parent brand, H&M, to create a limited edition lingerie collection

WHY...

Sold in H&M flagship stores and H&M online

The majority of online, offline and TV lingerie advertisements are structured around the exact same narrative of a woman dressing enticingly for a man.

But why?

A pre-collection launch Fashion Film Promote a self love, feminism and women empowerment campaign

Can a woman not dress seductively and feel sexually empowered for her own self?

For her own gratification?

Well of course we can‌

Available for Summer 2017

In regards to the Ansoff Growth Matrix, our campaign proposition will focus on future products with the technique of diversification (selling new products to new consumers)

Our campaign idea for Summer 2017 is centred around a women’s strength, empowerment and self love.

This will also be endorsed through the fashion film.

The high-street lingerie market is forever increasing. Brands that had previously never sold or designed lingerie for their online and offline stores, are now feeding into the high demand and increasingly popular growth of the market.

$ WHY...

WHO...

FACT

The Global Market Review of Lingerie published their 2016 report, estimating the World Lingerie Retail Market Value at $29.57 billion, the highest it has been in 10 years.

Europe accounted for $11.67 billion of that.

With the growth of this market, we firmly propose acting now.

Name: Mia Age: 24 Style: flirty, fun, classy Occupation: Blogger, University graduate About: A self-claimed feminist who wears what she wants when she wants. A lover of vintage romance films who yet lives in a world of self-love. Dresses for her own delight. Loves to dress comfortably, affordably but also has to be on trend.

HOW...

WHY H&M...

After a strong analysis of & Other Stories weaknesses, threats and opportunities, we believe that our campaign idea will improve and elevate the brand by‌

Increasing high-street awareness (by collaborating with one of the major high-street brands)

H&M have successfully mastered the lingerie market, especially within the last 4 years. With their affordable and on trend lingerie designs, their reputation is one that will extremely help & Other Stories to mirror this.

By being & Other Stories parent, both brands will heavily gain from this campaign and collection.

Boosting advertisement

Improving current lingerie sales

Enhancing creativity within the brand

We believe that these are the most crucial areas for improvement and ones that will result in a huge increase in not just market sales, but also in brand awareness. & Other Stories already has a current large range of lingerie from bras, knickers and bodies. However, our idea is to platform the reputation of & Other Stories lingerie collections and increase the sales of them.

It will cost very little, if not nothing, for & Other Stories to promote the limited edition collection within H&M stores. The brand will gain great awareness, and also, H&M will gain through the sales of the collaboration.

Both H&M and & Other Stories will gain political and social awareness through the promotion of female empowerment with the constant endorsement of the ‘Be Your Own Love Story’ tagline.

THE COLLECTION Lingerie no longer has to be worn underneath garments, lingerie now can BE the garment. Through various advertisements, we plan to display and style the collection both as underwear and outerwear, creating a more diverse way for the lingerie to be worn. Underwear as outerwear is hugely on trend currently.

The Summer 2017 lingerie collection will follow the & Other Stories and also the H&M current trends of

Implementation

- - - -

Floral patterns Pastel colour ranges Soft, unpadded bras Lace, mesh bodies

On each garment, the hashtag ‘Be Your Own Love Story’ will be stitched into each label, as a further way to promote and continue the AOS campaign story.

STRATEGY

TIMELINE

PRE COLLECTION LAUNCH

With our campaign idea, we believe that the best form of promotion is for the brand take a fast approach.

We have devised a timeline plan of events to show what will happen prior to the collection launch, during the collection launch and after the collection launch.

POST COLLECTION LAUNCH

Promotion of the hashtag BeYourOwnLoveStory BeYourOwnLoveStory will film teaser aired feature on all H&M 3 weeks prior to both on H&M and AOS social media launch, in-store Instagram and TV channels, inviting women advertisements advertisement to positively share will be photos of themselves displayed wearing the collection)

“Coming soon to H&M…” advertisement will be posted on Twitter, Facebook and Instagram

Female H&M staff in the selected stores will all be given one of the bodysuits from the collection to wear as uniform (with jeans/trousers)

The collection will be on sale online/offline for 1 month

BeYourOwnLoveStory Fashion Film will continue to be played in all H&M and AOS store windows and will be DURING COLLECTION constantly played in-stores LAUNCH

SAMPLE OF PROMO CONTENT

FASHION FILM

‘Coming soon to H&M, love from & Other Stories…’

The promotional fashion film will also include pieces from the lingerie collection and will be modelled throughout.

“ #BEYOUROWNLOVESTORY is about finding self love and embracing female empowerment. It is about creating your love story without the need for anyone but yourself “

So are you ready to start your own love story?